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Research Project Report

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A Study on Fishery Product Consumption in Shanghai, China and Korea’s Export Strategies
Report No. 2014-15 Research Manager Im, Gyeong-Hee
File

The study is composed of five chapters. The first chapter is an introduction and the second chapter covers fishery product supply conditions in China and its prospects. The third chapter is about fishery product consumption in Shanghai, China and the market analysis and the fourth chapter presents Korea’s fishery product export strategies. And the last chapter concludes the study along with policy proposals.


The second chapter reviews the fishery product supply conditions in China and prospects the future supply. The supply of fishery products in China was 59 million tons as of 2011, growing at an average rate of 3.7% a year since 2000. China continues to expand the supply of shellfish, crustaceans and seaweed by expanding local production base. However, it is expected that China’s dependency on imported fisheries products will increase as its production faces the limitation at a specific point of time.


The third chapter includes the study result on fishery product consumption and the features of the fishery market in Shanghai, China. As of 2012, per capita fishery product consumption in urban Shanghai was estimated as 20.3kg and in rural area was 18.4kg, which is fairly high comparing with the average consumption of urban and rural households in China.


And the survey on fishery product consumption in Shanghai can be summarized as follows. The majority of consumers in Shanghai prefer fishery products from inland waters. They purchase and consume fishery products once every two to three days and prefer cooking fishery products at home. The favorite places to purchase fishery products are hypermeters and the most important factor to consider when purchasing fishery products is the quality (freshness) of fishery products.

And Chinese consumer’s awareness of Korean fishery products is at an average level comparing with other countries. That is, it has lower level of awareness comparing with advanced countries, but has relatively higher awareness comparing with ASEAN countries. The fishery product item with the highest awareness is laver (seasoned and dried laver). According to the analysis, the group of Chinese consumers with the premium consumption preference was selected as the target consumers of Korean fishery products. And a group of consumers with a reasonable consumption patterns was selected as a high potential target in the future.


The fishery production distributors in Shanghai were surveyed. The major factors they consider to make a transaction decision include price range, quality and stable supply. Distributors in Shanghai were surveyed to become positive of treating new import items when reasonable price, stable quality and supply and high consumer awareness and preference are guaranteed. It was identified that Korean laver(including seasoned laver), abalone, sea cucumber, oyster and processed fishery products (tuna can and seafood sauce, etc.) are relatively well recognized among Chinese consumers.


The fourth chapter suggests Korea’s export strategies for fishery products. The study analyzed China’s fishery product import system and Korea’s fishery product export support systems and conducted the SWOT analysis on the export environment of Shanghai. Along with the construction and maintenance of the infrastructure to export fishery products to Shanghai as a basic direction, the study presents four action plans. First, Korean fishery products should raise its awareness. Second, the distribution network should be established. It is need to operate programs (conference, regular meeting and operation of B2B online site) in which related businesses can set up their own network. Third, research and development should be strengthened and the items for target consumers in Shanghai should be identified. Lastly, price and quality competitiveness should be enhanced. Specifically, the production cost of Korean fishery products and processed products can be cut or the cost factors added on the way from Korea to the merchants in Shanghai can be minimized to enhance price competitiveness.


The fifth chapter concludes the study along with policy proposals. First, the export strategies to Shanghai can be developed by region, product item and target consumer. The existing major exporter-centered, government’s export item-oriented strategies can face limitations such as low recognition of Korean fishery products and high entry barrier in Shanghai. Second, customs clearance and quarantine-related difficulties in Shanghai need to be addressed at a government level. The bilateral customs clearance and quarantine system can be established based on the Korea-China FTA agreement as the delayed customs clearance process is considered to be a major factor to decrease competitiveness of Korean fishery products. Third, it is necessary to establish a foundation that can increase price competitiveness and quality of Korean fishery products and maintain outstanding characteristics of the products such as hygiene levels. Fourth, exporting fishers cooperative and success models should be identified and nurtured. It is necessary to have effective response measures to fishery exports to Shanghai such as stable supply and consistent product quality by organizing a representative body such as an exporting fishers cooperative (tentative). Lastly, it is urgent to develop technologies to maintain the quality of exports and provide support for the technological development.

Research Project Report 상세보기
A Study on Fishery Product Consumption in Shanghai, China and Korea’s Export Strategies
Report No. 2014-15 Research Manager Im, Gyeong-Hee
File

The study is composed of five chapters. The first chapter is an introduction and the second chapter covers fishery product supply conditions in China and its prospects. The third chapter is about fishery product consumption in Shanghai, China and the market analysis and the fourth chapter presents Korea’s fishery product export strategies. And the last chapter concludes the study along with policy proposals.


The second chapter reviews the fishery product supply conditions in China and prospects the future supply. The supply of fishery products in China was 59 million tons as of 2011, growing at an average rate of 3.7% a year since 2000. China continues to expand the supply of shellfish, crustaceans and seaweed by expanding local production base. However, it is expected that China’s dependency on imported fisheries products will increase as its production faces the limitation at a specific point of time.


The third chapter includes the study result on fishery product consumption and the features of the fishery market in Shanghai, China. As of 2012, per capita fishery product consumption in urban Shanghai was estimated as 20.3kg and in rural area was 18.4kg, which is fairly high comparing with the average consumption of urban and rural households in China.


And the survey on fishery product consumption in Shanghai can be summarized as follows. The majority of consumers in Shanghai prefer fishery products from inland waters. They purchase and consume fishery products once every two to three days and prefer cooking fishery products at home. The favorite places to purchase fishery products are hypermeters and the most important factor to consider when purchasing fishery products is the quality (freshness) of fishery products.

And Chinese consumer’s awareness of Korean fishery products is at an average level comparing with other countries. That is, it has lower level of awareness comparing with advanced countries, but has relatively higher awareness comparing with ASEAN countries. The fishery product item with the highest awareness is laver (seasoned and dried laver). According to the analysis, the group of Chinese consumers with the premium consumption preference was selected as the target consumers of Korean fishery products. And a group of consumers with a reasonable consumption patterns was selected as a high potential target in the future.


The fishery production distributors in Shanghai were surveyed. The major factors they consider to make a transaction decision include price range, quality and stable supply. Distributors in Shanghai were surveyed to become positive of treating new import items when reasonable price, stable quality and supply and high consumer awareness and preference are guaranteed. It was identified that Korean laver(including seasoned laver), abalone, sea cucumber, oyster and processed fishery products (tuna can and seafood sauce, etc.) are relatively well recognized among Chinese consumers.


The fourth chapter suggests Korea’s export strategies for fishery products. The study analyzed China’s fishery product import system and Korea’s fishery product export support systems and conducted the SWOT analysis on the export environment of Shanghai. Along with the construction and maintenance of the infrastructure to export fishery products to Shanghai as a basic direction, the study presents four action plans. First, Korean fishery products should raise its awareness. Second, the distribution network should be established. It is need to operate programs (conference, regular meeting and operation of B2B online site) in which related businesses can set up their own network. Third, research and development should be strengthened and the items for target consumers in Shanghai should be identified. Lastly, price and quality competitiveness should be enhanced. Specifically, the production cost of Korean fishery products and processed products can be cut or the cost factors added on the way from Korea to the merchants in Shanghai can be minimized to enhance price competitiveness.


The fifth chapter concludes the study along with policy proposals. First, the export strategies to Shanghai can be developed by region, product item and target consumer. The existing major exporter-centered, government’s export item-oriented strategies can face limitations such as low recognition of Korean fishery products and high entry barrier in Shanghai. Second, customs clearance and quarantine-related difficulties in Shanghai need to be addressed at a government level. The bilateral customs clearance and quarantine system can be established based on the Korea-China FTA agreement as the delayed customs clearance process is considered to be a major factor to decrease competitiveness of Korean fishery products. Third, it is necessary to establish a foundation that can increase price competitiveness and quality of Korean fishery products and maintain outstanding characteristics of the products such as hygiene levels. Fourth, exporting fishers cooperative and success models should be identified and nurtured. It is necessary to have effective response measures to fishery exports to Shanghai such as stable supply and consistent product quality by organizing a representative body such as an exporting fishers cooperative (tentative). Lastly, it is urgent to develop technologies to maintain the quality of exports and provide support for the technological development.

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